Fear of missing out (FOMO) and impulsive buying on TikTok shop: A study using the stimulus-organism-response (SOR) model

Abstract

This investigation explores the psychological mechanisms through which fear of missing out (FOMO) drives impulsive purchasing behaviour among young TikTok Shop users, drawing on mixed-method data from 336 participants. Quantitative surveys employing Cronbach’s Alpha-validated scales (α = 0.89) revealed two dominant FOMO dimensions: Desire for Belonging, characterised by prestige sensitivity, social connectedness, and peer praise (β = 0.42, p < 0.01), and Anxiety of Isolation, manifesting through fears of alienation, social neglect, and competitive disadvantage (β = 0.38, p < 0.01). Multivariate regression analysis demonstrated these factors collectively account for 68% of variance in impulsive buying behaviour (R2 = 0.68), with qualitative interviews contextualising how platform-specific features like time-limited flash sales (reported by 75% of respondents) and influencer-curated product showcases (62%) amplify decision urgency. The study identifies TikTok Shop’s interface design as a critical amplifier of FOMO-driven consumption, particularly through its real-time viewer counters, social validation metrics (likes/share counts), and algorithmically prioritised peer activity feeds. These technical elements interact with users’ psychological need for self-presentation, creating a feedback loop where social comparison processes intensify impulsive purchasing tendencies. From a practical perspective, the findings suggest platform operators could implement ethical design interventions such as purchase delay prompts or consumption transparency dashboards to mitigate compulsive buying patterns. Methodological limitations include geographic concentration on a single university population and potential self-report biases in survey responses. The absence of product-category stratification further limits insights into how FOMO effects vary across different merchandise types. Future research directions should encompass cross-cultural validation studies and neuroimaging approaches to map the neural correlates of FOMO-triggered purchasing decisions. This work contributes novel empirical evidence to digital consumer behaviour literature, establishing TikTok Shop as a unique behavioural ecosystem where platform architecture and social psychology jointly drive commercial outcomes. The results hold significance for policymakers crafting digital commerce regulations and marketers developing responsible engagement strategies in social commerce environments.